WO2007002727A2 - Procede pour fournir un contenu publicitaire a un utilisateur d'internet en fonction des preferences montrees par l'utilisateur pour un contenu - Google Patents

Procede pour fournir un contenu publicitaire a un utilisateur d'internet en fonction des preferences montrees par l'utilisateur pour un contenu Download PDF

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Publication number
WO2007002727A2
WO2007002727A2 PCT/US2006/025102 US2006025102W WO2007002727A2 WO 2007002727 A2 WO2007002727 A2 WO 2007002727A2 US 2006025102 W US2006025102 W US 2006025102W WO 2007002727 A2 WO2007002727 A2 WO 2007002727A2
Authority
WO
WIPO (PCT)
Prior art keywords
user
categorical
content
cookies
navigation history
Prior art date
Application number
PCT/US2006/025102
Other languages
English (en)
Other versions
WO2007002727A3 (fr
Inventor
Roger Petersen
Remigiusz Paczkowski
Original Assignee
Claria Corporation
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Claria Corporation filed Critical Claria Corporation
Publication of WO2007002727A2 publication Critical patent/WO2007002727A2/fr
Publication of WO2007002727A3 publication Critical patent/WO2007002727A3/fr

Links

Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F15/00—Digital computers in general; Data processing equipment in general
    • G06F15/16—Combinations of two or more digital computers each having at least an arithmetic unit, a program unit and a register, e.g. for a simultaneous processing of several programs
    • G06F15/163—Interprocessor communication
    • G06F15/173—Interprocessor communication using an interconnection network, e.g. matrix, shuffle, pyramid, star, snowflake
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L65/00—Network arrangements, protocols or services for supporting real-time applications in data packet communication
    • H04L65/1066—Session management
    • H04L65/1101—Session protocols
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0255—Targeted advertisements based on user history
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0277—Online advertisement
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L65/00—Network arrangements, protocols or services for supporting real-time applications in data packet communication
    • H04L65/1066—Session management
    • H04L65/1101—Session protocols
    • H04L65/1108—Web based protocols, e.g. webRTC
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L65/00—Network arrangements, protocols or services for supporting real-time applications in data packet communication
    • H04L65/60—Network streaming of media packets
    • H04L65/61—Network streaming of media packets for supporting one-way streaming services, e.g. Internet radio
    • H04L65/612—Network streaming of media packets for supporting one-way streaming services, e.g. Internet radio for unicast
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L67/00—Network arrangements or protocols for supporting network services or applications
    • H04L67/2866—Architectures; Arrangements
    • H04L67/30—Profiles
    • H04L67/306—User profiles
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L67/00—Network arrangements or protocols for supporting network services or applications
    • H04L67/50—Network services
    • H04L67/53—Network services using third party service providers
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L67/00—Network arrangements or protocols for supporting network services or applications
    • H04L67/50—Network services
    • H04L67/535—Tracking the activity of the user

Definitions

  • the present invention relates generally to the field of market research, and in particular, it relates to the use of user behavior to define content offered to that user.
  • the technique of gathering information about consumer behavior on the internet was set out in commonly-owned U.S. Patent Application No. 11/226,066, entitled “Method and Device for Publishing Cross-Network User Behavioral Data” filed on 14 September 2005. (the '"066" application). That application is incorporated by reference herein for all purposes.
  • a behavior module can reside on a user computer, which module can observe and record user behavior in terms of keystrokes, mouse clicks and so on. Also, the behavior module can also observe information about websites visited by the user. In conjunction with software incorporated into the behavior module, data about the web site or web page can be analyzed and the site categorized into one of a set of categories defined by the behavior module. Information identifying the category, as well as information about the user's navigation behavior, such as the when the site was visited, how much time was spent there, and what the user did, can also be gathered by the behavior module. Finally, the behavior module can summarize the information and compact it into a form suitable for transmission, such the form generally known as a "cookie.”
  • An aspect of the invention is a method of tracking and publishing categorical user interest data, based on computer user behavior observed by a server coupled in communication with the user's computer.
  • the method includes, as a first step, responsive to a user navigating with a browser to a first content site, receiving one or more categorical navigation history cookies.
  • the next step constitutes categorizing the first content site into one or more subject categories (from a multiplicity of subject categories) and a sponsorship status (as hosting sponsored content or as navigation to sponsored content), which is followed by updating the categorical navigation history cookies to log by subject category and sponsorship status the user navigation to the first content site.
  • the final step is sending to the user's browser the updated categorical navigation history cookies for persistent storage on the user's computer.
  • FIG. 1 illustrates a user computer connected to a network
  • FIG. 2 depicts a network comprising user computers, servers, and a behavior-responsive server, all in coupled communication.
  • FIGS. 3A and 3B illustrate an embodiment of a process for providing advertising content to a user based on prior user behavior.
  • Fig. 1 is a schematic illustration of a client computer 100 interacting with a server 130 and a behavior responsive server 132.
  • an end-user on a client computer indicates their interest in a subject by submitting a search request to a search engine, typing a URL or clicking on a link or banner ad. Their interest becomes a request across on a network such as the Internet.
  • a search engine may perform an Internet-wide search, or a search limited to a particular web site or domain name, or a search limited in some other way.
  • the search request may be a query comprising one or more keywords, for example.
  • the original search engine server 130 responds to the search request by sending a search result to the client computer 100.
  • the search result may include a list of documents (e.g., web pages), links to documents, or other information relating to the keywords.
  • documents e.g., web pages
  • links to documents or other information relating to the keywords.
  • a specific example of the just described scenario is an end-user typing the keyword "car” in a search engine and receiving back links to web sites that talk about car clubs, exotic cars, car racing, and like information.
  • a user submits a search request because of the user's interest in a topic.
  • a behavior watching and/or behavior summarizing program 120 resident in the client computer listens for requests, for instance made using a browser 110 or other hyperlink enabled programs such as word processors or presentation programs. It listens for requests for information such as a search request, a click-through on a banner ad, or entry into the browser or click through of a destination URL.
  • the behavior watching program 120 detects that an end-user is performing a search or otherwise indicating their interest in a web site or subject, the behavior watching program records the interest. The interest may be recorded to program memory or to a persistent memory 122.
  • the probability that the end-user will be interested in one or more related advertisements increases.
  • the behavior watching program may note that the search was followed by certain click-throughs.
  • the behavior watcher 120 is resident in the client computer 100 so that it can respond to an end-user's search request even when the end-user uses different search engines. That is, unlike other targeting techniques that only work when an end-user is on a particular web site, the behavior watching program observes user interest across different search engines, web sites and even browsers. An end-user may obtain the behavior watching program by itself or along with free or reduced-cost computer programs, services, and other products.
  • the behavior responsive server 132 presents a new approach to providing content responsive to recent user behavior.
  • User behavior has in the past been observed using a cookie with a unique user ID that allows server-side tracking.
  • Server aggregated user behavior data is compiled among an organization of cooperating server owners. Cooperation may relate to ad serving (e.g., Double-Click), portals (e.g., Yahoo), search engines (e.g., Google) or other organizational basis. Cooperation in this sense is contractual more than technical.
  • Server aggregated user behavior data is used, for instance, by an ad server when a web beacon (a small, null image with a URL pointing to an ad server) contacts the ad server and causes a unique user ID cookie to be transmitted.
  • a web beacon a small, null image with a URL pointing to an ad server
  • the reported-behavior responsive server 132 need not access a server-side user behavior database to decide which message to send.
  • Fig. 2 is shown a schematic diagram of a computer network.
  • Network 200 may include one or more client computers 100, one or more web server computers 130, one or more behavior responsive server computers 132, and other computers not shown.
  • Intermediate nodes such as gateways, routers, bridges, Internet service provider networks, public-switched telephone networks, proxy servers, firewalls, and other network components are not shown for clarity.
  • network 200 includes the Internet; however, other types of computer networks may also be used.
  • Computers may be coupled to network 200 using any type of connection 115 without detracting from the merits of the present invention.
  • a client computer 100 is typically, but not necessarily, a personal computer such as those running the Microsoft WindowsTM, Apple MacintoshTM, Linux, or UNK operating systems.
  • An end-user may employ a suitably equipped client computer 100 to get on network 200 and access computers coupled thereto.
  • a client computer 100 may be used to access web pages from a web server computer 130.
  • the term "computer” includes any type of data processing device including personal digital assistants, digital telephones, wireless terminals, and the like.
  • a web server computer 130 may host a web site containing information designed to attract end-users surfing on the Internet.
  • a web server computer 130 may host or cooperate with another server that hosts advertisements, downloadable computer programs, a search engine and products available for online purchase.
  • a web server computer 130 may also host or cooperate with an ad server for that delivers advertisements to a client computer 100.
  • a reported-behavior responsive server computer 132 serves message units for delivery to a client computer 100.
  • the message units may contain advertisements, for example. Message units are further described below.
  • a reported-behavior responsive server computer 132 may also host downloadable computer programs and files for supporting, updating, or maintaining components on a client computer 100.
  • Web server computers 130 and reported-behavior responsive server computer 132 are typically, but not necessarily, server computers such as those available from Sun Microsystems, Hewlett-Packard, Dell or International Business Machines.
  • a client computer 100 may communicate with a web server computer 130 or a reported- behavior responsive server computer 132 using client-server protocol. It is to be noted that client-server computing will not be further described here.
  • a client computer 100 The components of a client computer 100 are not illustrated in a separate figure, but are well-understood.
  • the components of client computer 100 shown in Fig. 1 are implemented in software. It should be understood, however, that components in the present disclosure may be implemented in hardware, software, or a combination of hardware and software (e.g., firmware).
  • Software components may be in the form of computer-readable program code stored in a computer-readable storage medium such as memory, mass storage device, or removable storage device.
  • a computer-readable medium may comprise computer-readable code for performing the function of a particular component.
  • computer memory may be configured to include one or more components, which may then be run by a microprocessor. Components may be implemented separately in multiple modules or together in a single module.
  • client computer 100 may include a web browser 110 and a behavior watching program 120.
  • Web browser 110 may be a commercially available web browser or web client running on a client computer 100.
  • web browser 201 is the Microsoft Internet Explorer TM web browser. In another, it is a Mozilla, Netscape or Apple web browser.
  • a web enabled word processor or presentation program may be monitored by the behavior watcher 120.
  • the behavior watching program 120 may be downloadable from a message server computer 103. Behavior watching program 120 may be downloaded in conjunction with the downloading of another computer program. For example, behavior watching program 120 may be downloaded to a client computer 100 along with a utility program that is provided free of charge or at a reduced cost.
  • the utility program may be provided to an end-user in exchange for the right to deliver messages to the end-user via behavior watching program 120.
  • revenue e.g., advertising fees
  • Other components such as operating system components, utility programs, application programs, and the like are not shown for clarity of illustration.
  • Fig. 3 An embodiment of a process by which the present invention can provide preference-based advertising content to a user is illustrated in Fig. 3. As seen there, the process involves an interaction between three entities: a host company 12, a user 14 and a behavior-responsive server 16. The first entity develops and provides the software employed in the remainder of the process and cooperates in the process operation. The user can be any entity making use of the internet, most often an individual as described above. Similarly, the behavior-responsive server 16 corresponds to the behavior- responsive server 132 described above.
  • Results of that categorization which can be in the form of a database containing both website identification information and associated categories, is provided to the behavior-responsive server in step 204. Similarly, the behavior-responsive server stores advertising content associated with categories, in step 206.
  • the user computer installs the software developed by the host (step 208) and begins tracking internet navigation behavior, step 210. As the user navigates to a website, step 212, a cookie is updated, step 214.
  • the '066 Application discusses such cookies in detail, and at this point it suffices to note that such cookies contain navigation information, including recency and usage data.
  • That process is also set out in the '932 Application, but here that process includes an analysis of the user history information contained in the categorical cookie, together with the categorization of the current site. That information is coupled with the advertising material available for display to determine the optimum advertising content to display to the particular user.
  • the categorical cookie is updated to include the current site category information (recency and usage) as historical data.
  • the storage load for retaining masses of user information is shifted to the user computers. Small amounts of such data will have no impact individually, but if the behavior-responsive server were required to do so, a significant burden would result.
  • response speed is materially improved, as the requirement to look up user history data is removed. In the environment set out here, the behavior- responsive server must respond on the fly, in real time, and streamlining a time- consuming database access assists that situation.
  • the behavior-responsive server can transmit results to the user, step 224.
  • that step is accomplished by transmitting the categorical cookie and a link to the content. If desired, the content could be transmitted as well, though the bandwidth requirement for that task probably renders that solution impractical in many scenarios.
  • the user responds to this message by first displaying the content, step 224, which most likely involves retrieving content from a designated URL. Then, the categorical cookie is stored on the user computer, step 226. Cookie memory 124, seen in Fig. 1, is useful for that task.
  • the behavior-responsive server continues with follow-up actions after the transmission to the user. First, it stores, and possibly aggregates user data, step 228. It then transmits data to the host, step 230, enabling the host to undertake update actions, step 232. [0034] While the present invention is disclosed by reference to the preferred embodiments and examples detailed above, it is understood that these examples are intended in an illustrative rather than in a limiting sense. It is contemplated that modifications and combinations will readily occur to those skilled in the art, which modifications and combinations will be within the spirit of the invention and the scope of the following claims. [0035] We claim as follows:

Abstract

L'invention concerne un procédé de suivi et de publication de données relatives aux intérêts d'utilisateurs et classées par catégorie, en fonction d'un comportement d'utilisateur d'ordinateur observé par un serveur communiquant avec l'ordinateur de l'utilisateur. Ce procédé comprend une première étape consistant à recevoir au moins un témoin d'historique de navigation, identifiant des catégories, en fonction de la navigation d'un utilisateur au moyen d'un navigateur vers un premier site de contenus. L'étape suivante consiste à classer le premier site de contenus dans une ou plusieurs catégories de thèmes (sélectionnées parmi une pluralité de catégories de thèmes) et un état de parrainage (sous la forme d'hébergement de contenu parrainé ou en tant que navigation vers un contenu parrainé), puis à actualiser les témoins d'historique de navigation, identifiant des catégories, pour entrer en communication avec le premier site de contenus par catégorie de thèmes et état de parrainage. L'étape finale consiste à envoyer au navigateur de l'utilisateur les témoins d'historique de navigation, identifiant des catégories, actualisés pour les stocker de manière durable sur l'ordinateur de l'utilisateur.
PCT/US2006/025102 2005-06-28 2006-06-28 Procede pour fournir un contenu publicitaire a un utilisateur d'internet en fonction des preferences montrees par l'utilisateur pour un contenu WO2007002727A2 (fr)

Applications Claiming Priority (2)

Application Number Priority Date Filing Date Title
US69453305P 2005-06-28 2005-06-28
US60/694,533 2005-06-28

Publications (2)

Publication Number Publication Date
WO2007002727A2 true WO2007002727A2 (fr) 2007-01-04
WO2007002727A3 WO2007002727A3 (fr) 2007-09-27

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Family Applications (3)

Application Number Title Priority Date Filing Date
PCT/US2006/025103 WO2007002728A2 (fr) 2005-06-28 2006-06-28 Procede et systeme pour reguler et adapter un flux multimedia
PCT/US2006/025104 WO2007002729A2 (fr) 2005-06-28 2006-06-28 Procede et systeme pour predire le comportement d'un consommateur
PCT/US2006/025102 WO2007002727A2 (fr) 2005-06-28 2006-06-28 Procede pour fournir un contenu publicitaire a un utilisateur d'internet en fonction des preferences montrees par l'utilisateur pour un contenu

Family Applications Before (2)

Application Number Title Priority Date Filing Date
PCT/US2006/025103 WO2007002728A2 (fr) 2005-06-28 2006-06-28 Procede et systeme pour reguler et adapter un flux multimedia
PCT/US2006/025104 WO2007002729A2 (fr) 2005-06-28 2006-06-28 Procede et systeme pour predire le comportement d'un consommateur

Country Status (4)

Country Link
US (3) US20070005791A1 (fr)
JP (1) JP2008547136A (fr)
GB (1) GB2441708A (fr)
WO (3) WO2007002728A2 (fr)

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WO2007002728A3 (fr) 2009-04-23
WO2007002729A3 (fr) 2007-03-22
US20070005425A1 (en) 2007-01-04
WO2007002729A2 (fr) 2007-01-04
JP2008547136A (ja) 2008-12-25
WO2007002727A3 (fr) 2007-09-27
US20070005791A1 (en) 2007-01-04
US20060293957A1 (en) 2006-12-28
GB0724938D0 (en) 2008-01-30
WO2007002728A2 (fr) 2007-01-04

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